Portfolio Marketing

Effective portfolio marketing is foundational to go-to-market success, generating the deep buyer insights, market knowledge, and messaging needed to drive engagement and results. Explore our portfolio marketing insights to help design audience-centric go-to-market strategies, craft product portfolio messaging that resonates, and enhance revenue.

Discover how Forrester supports B2B marketing professionals.



Three Reasons Why Your CEO Should Embrace An Audience-Focused Go-To-Market Strategy

Katie Fabiszak January 7, 2022
It’s important for organizations to unite around an audience-focused go-to-market strategy. To do this effectively, it’s imperative to get executive buy-in. CEOs have enough on their plates, so how can portfolio marketers get their attention? First, make sure your CEO knows that organizations that put the customer at the center of strategy, leadership, and operations – which Forrester calls customer-obsessed – grow revenue and profitability more than twice as fast as companies that don’t. Focusing on three things will convince your CEO that embracing an audience-focused go-to-market strategy is crucial for business.

The Buyer’s Journey Is The Portfolio Marketer’s Key To Planning For 2022

Barbara Winters October 4, 2021
Understanding how today's buyers gather information and being ready to educate and engage with them, wherever they are, is more important than ever.

Predictions 2022 Live

Set off on a confident path to business success in 2022. Discover the top trends for CIOs, CMOs, CX Leaders, and CEOs in 2022.


Lighting Up Your Existing Tech Stack To Uncover Buyer, Customer, And Market Insights

Katie Fabiszak April 20, 2021
To support the gathering of buyer, customer, and market insights, portfolio marketers must work with their marketing operations colleagues to determine the ideal technology. In her latest blog post for Forrester, Katie Fabiszak highlights her upcoming B2B Summit North America session with Barbara Winters.

The Three Reasons Portfolio Marketers Must Enable All Buyer- And Customer-Facing Roles

Barry Vasudevan April 19, 2021
When considering portfolio marketing’s role in enablement, take a revenue enablement approach to ensure that knowledge is delivered to the various teams that require it in the way they want to receive it, and delivered when they need it.

Positioning For Fast Thinking: Priming Your Buyer To Gain Market Advantage

John Buten April 16, 2021
Why do so many new products fail? Our fast-thinking brains reject the novel in favor of the familiar. Good positioning capitalizes on fast thinking and making your offering feel familiar to buyers.

Three Seismic Shifts In Buying Behavior From Forrester’s 2021 B2B Buying Study

Beth Caplow April 14, 2021
Forrester’s 2021 B2B Buying Study, with more than 950 respondents from around the world, reveals significant changes in buying behavior.

Four Steps To Overcome The Audience-centric Transformation Paradox

Paul Ferron April 8, 2021
Even with the best intentions and C-level support, it is difficult to transform a B2B organization from having a product-centric to an audience-centric go-to-market strategy.

B2B Summit North America 2022

Gain the insights you need to move forward with clarity. Discover tools and frameworks to fast-track your growth. Join us in Austin and digitally May 2–4.


Three Ways To Protect Your Customer Base From Competitors

Amy Bills March 10, 2021
Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?

Five Actions Every Portfolio Marketer Should Take To Drive Business Value In 2021

Katie Fabiszak January 21, 2021
As organizations prepare for 2021 and beyond, they need to focus on what matters most, which includes examining market trends and understanding buyer needs. Here are the five key actions portfolio marketers must take.

Fall Is The Best Time For Planting Seeds And Planning For Growth

Barbara Winters October 8, 2020
Portfolio marketing teams can play a key role in annual planning efforts by analyzing new markets and new buyers for growth opportunities.

The Show Must Go On For Portfolio Marketers In 2021

Barry Vasudevan September 24, 2020
Portfolio marketers today are being asked to lead. They must help their organizations find the new opportunities, identify the trends that can give their organizations lasting success, and ensure that buyers are kept top of mind.

A Faster Pace of Innovation Demands More Agile Ways to Bring Products to Market

Beth Caplow September 22, 2020
Learn how organizations can become more strategic, aligned and agile when bringing offerings to market with the new version of the PMM Model.

Predictions 2022 Live

Chart a bold path to success in 2022. Hear our predictions for the year ahead.


Roles and Responsibilities for Product Management and Portfolio Marketing: How Much Do They Matter?

Jeff Lash September 21, 2020
“Who should be responsible for competitive analysis?” “Who should own go-to-market strategy?” “Who creates user personas?” These questions aren’t surprising, given that one of the most common topics we help our clients with through our Product Management and Portfolio Marketing research services is establishing or improving the product commercialization and lifecycle process. Companies are trying to be faster and more nimble, more customer-centric, and more consistent in how they innovate and bring offerings to market to drive growth.

Too. Many. Messages! How to Use a Messaging Hierarchy to Assemble Buyer Messaging

Barry Vasudevan August 20, 2020
  • Buyers have a lot of needs that messaging may need to address
  • Compiling a unique messaging set for each buyer can be overwhelming and time-consuming
  • Build messages at different levels to give your organization a matrix to choose from for each buyer

Kindness Is Sticky

Adele Sweetwood August 18, 2020
  • Nuance Communications’ response to how it could aid customers during COVID-19 was simple — “Kindness before commerce”
  • Delivering specific value based on what your customers requested is possible
  • Demonstrating your company’s values in real time will make a lasting impression

Earning Your Way to Audience Insights: Q2 Earnings Give Portfolio Marketers a Window Into Market Dynamics

Forrester August 12, 2020
  • Q2 earnings provide a valuable data point on how your customers are weathering the downturn
  • Earnings reports are a great way to get insight into your customers’ organizational needs
  • Avoid getting overwhelmed by selectively sampling your audience to validate hypotheses or characterize trends for specific segments

Three Changing Buyer Expectations That Portfolio Marketers Must Watch

Beth Caplow August 10, 2020
  • The dynamics between vendors and buyers is shifting rapidly, and even more so with the COVID-19 pandemic
  • Understanding the expansion of buyer expectations will be instrumental for portfolio marketers to meet their needs and successfully progress them along the buyer’s journey
  • Join us at Summit EMEA in October to learn what actions to take to address these rapidly changing buyer expectations

European Predictions 2022

Visit our resource hub to discover the key trends impacting European businesses in 2022.


Healthcare Spotlight: Gaining Cross-Functional Consensus on Marketing Investments

Alan Gonsenhauser June 29, 2020
  • With limited resources, healthcare CMOs are under pressure to gain consensus with sales and product functions on where marketing should invest
  • To prioritize investment areas, organizations must consider their internal capabilities to succeed as well as external market opportunities
  • By using the SiriusDecisions Relative Targeting Framework, Change Healthcare achieved cross-functional consensus on strategic business priorities for marketing investment

Portfolio Marketing Spotlight: Kodak Alaris Wins Program of the Year at Summit 2020

Katie Fabiszak June 23, 2020
  • At Forrester SiriusDecisions Summit 2020, two organizations that exemplify best-in-class portfolio marketing were recognized
  • This blog post follows one winner, Kodak Alaris, as it implemented a new worldwide product launch process
  • Through implementing best practices, Kodak Alaris saw global adoption and tangible results as it brought a new solution to market

Portfolio Marketing Spotlight: Atlassian Wins Program of the Year Award at Summit 2020

Katie Fabiszak June 8, 2020
  • This year’s Forrester SiriusDecisions Summit recognized two organizations that exemplify best-in-class portfolio marketing
  • One of those winners, Atlassian, evolved successfully to an audience-centric go-to-market approach
  • Through implementing best practices, Atlassian saw tangible results as it tested buyer-focused messaging
More posts